Interesting article. I did note the other day that almost all of Sony's bestsellers are 11.99, but that's a good 50% off of the hardback. Actually, that was one of the things about the Sony I liked. I could buy a book in "hardcover" without sweating the price (or space on my bookshelf as much). Once you get over the $15 mark though, I'm not game. But that has little to do with ebooks, I rarely bought anything over that amount in the bookstore.
My only question though is why are there no commission based reps with ebooks? He mentions it but doesn't elaborate.